Marketing Strategy & Sales Planning Assignment

Running head: MARKETING AND SALES
Marketing and Sales

MARKETING AND SALES 2
Table of Contents
Introduction......................................................................................................................................3
Project Title..................................................................................................................................3
Research background...................................................................................................................3
Research objectives......................................................................................................................4
Hypotheses/Propositions..............................................................................................................4
Importance of project...................................................................................................................4
Literature review..............................................................................................................................5
Research methodology.....................................................................................................................7
Introduction..................................................................................................................................7
Research Onion Framework.........................................................................................................7
Research philosophy....................................................................................................................8
Research approach.......................................................................................................................9
Research design............................................................................................................................9
Research type...............................................................................................................................9
Sampling......................................................................................................................................9
Data collection techniques.........................................................................................................10
Data analysis..................................................................................................................................10
Project plan....................................................................................................................................11
Bibliography..................................................................................................................................12

MARKETING AND SALES 3
Introduction
Project Title
The project title is “To analyze the impact of consumer buying behavior on organizational
performance: in context of Auchan retail company, France".
Research background
In the current business scenario, companies are more concerned regarding consumer buying
behavior. It aids them to yield information regarding how customers think, feel and choose the
products and services. Each individual is a consumer and they take a decision on the basis of
different factors such as cultural, social, psychological and personal. Consumer behavior is the
study of procedure which entails by the company to assess the purchasing and disposing decision
of the customers. It is beneficial to generate positive experience among customers and also
satisfy them. Retailing is fast and vast growing industry in France. Retailers not only provide
economic benefits but also provide the societal advantages (Armstrong, et. al., 2015). It is a key
element of marketing in which marketers attain the need of potential customers and deliver the
added value for them to grow the business.
Research objectives
To explore the meaning and concept of consumer buying behavior
To identify the relationship between consumer buying behavior and organizational performance:
in context of Auchan retail company, France
To recommend the strategy to influence the consumer buying behavior towards organization: in
context of Auchan retail company, France
Research question
What are the meaning and concept of consumer buying behavior?

MARKETING AND SALES 4
What is the relationship between consumer buying behavior and organizational performance?
What are the strategies to influence the consumer buying behavior towards organization?
Hypotheses/Propositions
H0: There is no relationship between consumer buying behavior and organizational performance.
H1: There is a relationship between consumer buying behavior and organizational performance.
Importance of project
This project is beneficial for retail companies to understand the impact of consumer buying
behavior on their organizational performance. It is also beneficial for readers to understand the
relationship between consumer behavior and organizational performance. This project is also
effective for both company and readers to understand the strategies to influence the consumer
buying behavior towards organizational performance (Oliver, 2014).
Literature review
Meaning and concept of consumer buying behavior
According to Kim and Park (2013), consumer behavior is a mental procedure which is associated
with the emotion of the consumers. Under this procedure, the consumer starts to assess the
requirement of product and then discover the strategy to solve the requirement. They also take
purchasing decision by planning regarding whether they should buy or solve the needs and then
they confirm and implement the plan in their purchasing decision.
In support to this, De Medeiros et al. (2014) stated that consumer behavior is a mental procedure
that can be changed as the alteration in market, trends and environment. There are different
factors which affect the consumer buying behavior such as psychological, cultural, social and
personal factors.
Relationship between consumer buying behavior and organizational performance